The Science of Marketing: How The Power Of Repetition Can Influence Your Customers

By The LDN Team | 10 October 2016
The Science of Marketing: How The Power Of Repetition Can Influence Your Customers
Marketing is a combination of art and science. You need creative ideas, of course, but the true key to great marketing is understanding why people act the way they do; what’s going on in their hearts and minds to make them choose Brand X over Brand Y.
 
Unless you understand how people operate, it’s difficult (if not impossible) to create marketing campaigns that will resonate with your audience and compel them to act.

But while some principles of psychology require lots of research and study, there’s one key principle that you can start applying today: repetition.
 

A powerful tool of persuasion

Repetition is one of the easiest methods of persuasion. In fact, it happens so frequently and in such a variety of different ways that we sometimes forget how powerful it is. You only need to look at the way politicians use repetition to see the power it can hold over an audience. Listen to Donald Trump speak and you will quickly notice that he repeats his points over and over, pushing his main message through to your subconscious. 

This isn’t a revolutionary tactic – people have been using repetition in speech since the year dot. Perhaps the most famous examples are by Winston Churchill (We shall fight them on the beaches), Martin Luther King Jr. (“I have a dream”), and President Obama (“Yes we can!”). 
 

Repetition can make claims believable 

To dig deeper, we need to look at a phenomenon called the “illusory truth effect”. Discovered during psychology studies in 1977, the illusory truth effect is our tendency to believe information to be correct after repeated exposure. In other words, the more someone hears your message, the more believable it is. 

Psychologists say this is partly because familiarity breeds liking. If we are exposed to the same message again and again, it becomes more familiar. And therefore feels truer than something we have heard for the first time. 


Repetition increases memory

Repetition is also used in marketing campaigns to keep a brand or product front of mind. Reusing certain images, words and messages can create a sense of familiarity, making it more likely that people will remember your brand and (hopefully) like it. 

spring-campaign-30-percent-off

But there is a fine line between familiarity and fatigue. How many times should a message be repeated for maximum effect before it goes the other way and breeds contempt? According to some studies, the answer is between three and five times (Brinol et al., 2008)
 

How to tap into the power of repetition to engage your audience:

  • Limit your messages
For the strongest impact, select a small number of messages and focus on repeating these through more frequent campaigns.  
  • Create a plan of regular communication 
Targeting your audience with one message will not yield results. Research shows consumers need to be exposed to your message at least three times before they will take action. Remember, frequency breeds familiarity, and familiarity breeds trust.
  • Use multiple channels
The best results come from targeting your customer across multiple channels: letterbox advertising, print, packaging, outdoor, in-store, email, social media, radio, PR and so on. Use subtle variations in your ads to recapture your audiences’ attention. 
  • Strike the right balance
What is the correct frequency for your campaigns? Take time to test and measure results so you can find the right balance. 

For more marketing tips and ideas for your small business, jump to our examples 

 

From the blog

  • Your guide to designing a business logo
    17 February 2017

    Want to kickstart your brand with a new business logo? Here are five questions you need to answer first. 

  • Become a local hero with LAM
    17 February 2017

    Are you a small business owner worrying about how to compete against big brand mega advertising budgets? Local area marketing...

  • Plan your flyer campaign so customers come running
    17 February 2017

    While some businesses are guilty of crossing their fingers, and hoping that the customers will flock, flyer campaigns take...

  • How to pick complementary colours for your flyer design
    17 February 2017

    Colour is powerful in design. It helps you send a message to your audience without using any words. How do you pick your brand...

  • Spotlight on … LJ Hooker’s flyer strategy
    27 January 2017

    LJ Hooker’s Head of Marketing, Heather Hilton explains why flyers are still an integral part of the company’s...

  • Where to look for design inspiration for your flyers
    27 January 2017

    Lacking design inspiration for your flyer? The good news is you don’t have to be a designer to create a flyer campaign...

Get a quote

Call us today

Our friendly consultants are happy to answer any queries you have. Call us today or make an enquiry online.

1800 010 012